Together, they are stronger? That’s what a group of the biggest YouTube multi-channel networks are hoping, with the formation of a trade body called the Global Online Video Association (GOVA for short).
Launch members include Maker Studios, Fullscreen, Collective Digital Studio, Big Frame, BroadbandTV, DECA, Discovery’s Revision3, Magnet Media and MiTu Networks.
They’re stressing that the initiative is less about ganging up on YouTube to get better terms, and more about working together to attract more advertisers into the online video space.
“All these companies were formerly defined by just having a bunch of channels on YouTube, and it was about aggregating views and prerolls,” executive director Paul Kontonis told AdWeek. “Now, they’ve all become major digital media companies. They all have interest in bringing dollars and attention to the space. And they need a group like GOVA to protect their interests.”
The group will also be looking beyond YouTube as a platform for its members: Hulu, Amazon and Xbox are mentioned in the AdWeek piece.
One prominent name not included in the founding members is Vevo, the music videos service that’s one of the largest MCNs on YouTube right now, with 22 of the 100 most popular channels in the world last year according to Tubefilter’s rankings.
Kontonis said that more members will be coming, which leaves the way open for Vevo to join if it sees fit – as well as potentially other music-related MCNs like INDMusic, Base79 (which also works with non-music YouTubers) and Audiam.